Outbound Email Marketing SOP [Template]
[DELETE AFTER READING: Here is a generic template that you can use to outline and share SOPs using Scribe. You can learn more about Scribe here and see how to duplicate and use this template here.]
Introduction
Purpose of the standard operating procedures (SOP)
This section should provide a brief overview of the reason for creating this SOP. It should explain why this document is important and who it is intended for.
Scope of the SOP
Describe what the SOP covers and what it does not cover. For example, the SOP might focus on the procedures for conducting an outbound email marketing campaign, but not cover other aspects of email marketing, such as inbound email marketing.
Objectives of the SOP
Outline what the organization hopes to achieve with this SOP. For example, the objectives might include:
Increasing the success rate of email marketing campaigns.
Improving the efficiency of the email marketing process.
Ensuring that all email marketing campaigns are conducted in a consistent and professional manner.
II. Preparation
Target audience
Describe who you're trying to reach with email marketing campaigns. Consider demographics, interests, and behaviors and explain why this particular audience is targeted.
List of email addresses
Explain how the organization plans to obtain email addresses for its target audience. Also discuss any legal or ethical considerations related to email marketing, like obtaining permission from individuals before adding them to an email list.
Email content
Describe what the organization wants to communicate in its email marketing campaigns. Cover the tone, style, and format of the emails, as well as the key messages that will be conveyed.
Tone:
Style:
Format
Key Messaging:
Scheduling the email campaign
Explain when the organization plans to send its email marketing campaigns. Consider factors time zones, holidays, and other events that might impact the success of the campaign.
III. Execution
In this section you can outline the steps and substeps for each process. Use Scribe to auto-generate step-by-step guides that include written instructions and annotated screenshots. Here's how:
How to create step-by-step guides with Scribe
Sending the email
Describe the process for actually sending the email marketing campaigns, including:
The software or platform used (Scribe automatically inserts links of whatever site you're on).
The criteria for determining which email addresses to send the campaign to.
Procedures for sending the emails.
Insert your procedure into the placeholder below with your own Scribes. Add as many as needed.
Monitoring the email campaign
Explain how the organization will track the success of its email marketing campaigns, including:
Metrics such as open rates, click-through rates and conversions.
The tools and platforms you'll use to monitor these metrics.
Procedures on how to use these tools to create dashboards and track success.
Insert your procedures into the placeholder below with your own Scribes. Add as many as needed.
Email campaign analysis
Describe how the organization will analyze the results of its email marketing campaigns, including the processes for:
Reviewing the metrics.
Determining the success of the campaign.
Identifying areas for improvement.
Insert processes and procedures by replacing the placeholder below with your own Scribes. Add as many as needed.
IV. Follow-Up
Response handling
Explain how the organization will handle any responses or inquiries that result from its email marketing campaigns. Cover the processes for:
Responding to emails.
Tracking and documenting responses.
Transferring leads to the appropriate person or department.
Insert processes and procedures by replacing the placeholder below with your own Scribes. Add as many as needed.
Lead nurturing
Explain how the organization will follow up with with individuals who expressed interest in its products or services through its email marketing campaigns.Cover the process for:
Sending follow-up emails.
Conducting follow-up calls.
Maintaining a relationship with these individuals.
Insert processes and procedures by replacing the placeholder below with your own Scribes. Add as many as needed.
V. Evaluation
Assessing the email campaign
Describe how the organization will evaluate the success of its email marketing campaigns. It should cover:
The metrics that will be used to measure success.
The process for determining whether the goals set in the Introduction section have been achieved.
Insert processes and procedures by replacing the placeholder below with your own Scribes. Add as many as needed.
Determination of areas for improvement
This section should explain how the organization will identify areas for improvement in its email marketing campaigns. It should cover:
How to review for gaps and confirm issues.
How to identify and distribute core next steps.
Insert processes and procedures by replacing the placeholder below with your own Scribes. Add as many as needed.